Sustainable, hedonic and efficient: interaction effects between product properties and consumer reviews on post experience responses

Marie-Cecile Cervellon, Lindsey Carey

Research output: Contribution to journalArticle

Abstract

This paper aims to investigate the influence of consumer reviews on the evaluation, post-experience, of products with a combination of sustainable, hedonic and utilitarian properties. In the first instance, consumer reviews for organic and non-organic cosmetics posted on the French Web site beauté-test.com were analyzed. Second, a full-factorial two product types (organic and non-organic) × three reviews (positive, negative and no reviews) experiment was conducted. Sixty French women tested a beauty product and evaluated it on hedonic and utilitarian (ambiguous and non-ambiguous) properties. In a second experiment, 132 English-speaking students evaluated an herbal tea at home, along a full-factorial two product types (fair-trade and non-fair-trade) × three product properties (hedonic, utilitarian ambiguous and utilitarian non-ambiguous) × two reviews (negative review and no review) between-subject design.

Original languageEnglish
Pages (from-to)1375-1394
Number of pages20
JournalEuropean Journal of Marketing
Volume48
Issue number7/8
DOIs
Publication statusPublished - 2014

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Interaction effects
Experiment
Web sites
Evaluation
Tea
Fair trade

Keywords

  • fair trade
  • sustainable construction
  • organic products
  • consumer reviews
  • cosmetics

Cite this

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abstract = "This paper aims to investigate the influence of consumer reviews on the evaluation, post-experience, of products with a combination of sustainable, hedonic and utilitarian properties. In the first instance, consumer reviews for organic and non-organic cosmetics posted on the French Web site beaut{\'e}-test.com were analyzed. Second, a full-factorial two product types (organic and non-organic) × three reviews (positive, negative and no reviews) experiment was conducted. Sixty French women tested a beauty product and evaluated it on hedonic and utilitarian (ambiguous and non-ambiguous) properties. In a second experiment, 132 English-speaking students evaluated an herbal tea at home, along a full-factorial two product types (fair-trade and non-fair-trade) × three product properties (hedonic, utilitarian ambiguous and utilitarian non-ambiguous) × two reviews (negative review and no review) between-subject design.",
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Sustainable, hedonic and efficient: interaction effects between product properties and consumer reviews on post experience responses. / Cervellon, Marie-Cecile; Carey, Lindsey.

In: European Journal of Marketing, Vol. 48, No. 7/8, 2014, p. 1375-1394.

Research output: Contribution to journalArticle

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